Selecting a CMS for a Large Health System
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The document discusses selecting the right content management system (CMS). It begins by defining a CMS as software that allows non-technical users to manage website content with ease. It then states that a CMS is crucial to digital marketing as it is the heart of the infrastructure. The document outlines factors to consider like structure, automation, and personalization. It provides a case study of the University of Maryland Medical System who implemented Sitecore to unify their websites and leverage content across sites. The implementation process and outcomes like centralized control and responsive design are described. It concludes by emphasizing the importance of structured content, tagging, and templates for a successful CMS implementation.
Selecting a CMS for a Large Health System
- 1. Selecting The Right Web Content Management System An Overview and Case Study Healthcare Marketing and Physician Strategies Summit May 1, 2014
- 2. Selecting The Right Content Management System Web marketing and development since 1994 15 years with the University of Maryland Medical System Early adopter and proponent of: • Search engine optimization • Content marketing • Hospital social media • Mobile applications • Employee access to web services Ed Bennett John Berndt Web marketing and development since 1993 23 years as CEO of The Berndt Group, Ltd. (TBG) National Web Developer specializing in Healthcase Focused on the areas of: • Holistic web strategy • CMS/WCM best practices • Multi-Channel Digital Marketing • Responsive Web Design • Content Personalization • Theory of Large Web Sites
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- 4. Selecting The Right Content Management System What is a Web CMS? …a software system that provides website authoring, collaboration, and administration tools designed to allow users with little knowledge of web programming manage website content with relative ease.
- 5. Selecting The Right Content Management System A Crucial Choice A CMS is the heart of your digital marketing and communications infrastructure
- 6. Selecting The Right Content Management System What People Think Actual Importance Perceived Importance Feature / Value 1 6 Structure content for long-term use 2 5 Automate related links & page structure 3 2 Control presentation 4 3 Audit trails, backups, and deployment control 5 1 Distribute authoring (workflow, permissions) 6 4 Personalization
- 7. Selecting The Right Content Management System How a Real CMS Fixes Things • Separate presentation from content—means “structuring content” • Create automated relationships among content (related links, etc.) • Automation of layout inheritance—having it both ways. • Ability to mass-manipulate content. • Preserving URLS for SEO. • Re-use of components and code. • “Web Site” in a box.
- 8. Selecting The Right Content Management System CMS: Real World ROI • Only way to sustainably provide a high quality mobile experience. • “Future proof” the site against high costs of design and presentation changes. • Leverage the content across multiple sites and channels, getting more marketing impact with a small staff. • Generate more high-value at a lower cost by leveraging more staff (without losing control). • (In some systems) personalize content and target it based on user profiling and behavior.
- 9. Selecting The Right Content Management System The Project: Heavy Lifting 1. Template Development—ASP.NET programming! 2. Content Object Modeling 3. Portlet Modeling 4. Metadata Taxonomy (related links) 5. Syndicated Content 6. Search Implementation 7. Permissions 8. Responsive Web Design—a retrofit. 9. Training 10. Content targeting and personalization
- 10. Selecting The Right Content Management System Customer Engagement: Visitors Digital Experiences (web, email, social) User Data Content
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- 12. Selecting The Right Content Management System Overview of CMS Products
- 13. Selecting The Right Content Management System The CMS Landscape:
- 14. Selecting The Right Content Management System How to Find a Good CMS 1. Understand not just your requirement of today, but general leading requirements for web sites (Responsive, Personalization, etc.) 2. Fully understand Open Source vs. The Mid Market. 3. Research leading products within a narrow range that seems right. 4. Don’t trust salespeople who will say “sure” to everyone. Push for details and referenceable contacts. Many CMS products are sold on half-truths. 5. Value things like company stability, technical roadmap, developer community, quality of documentation, and partnerships.
- 15. Selecting The Right Content Management System Considerations for Open Source 1. Approach to structured content and multi-site is ultimately insufficient to larger web strategies. Back-end usability is an issue—even though the features exist on paper. 2. Upkeep/stability is an issue. A matter of degree. We don’t consider it to be at the right level for mission-critical, multi-site implementations. Informal development culture. Rampant support issues. Incomplete product core. 3. No real personalization and advanced engagement culture. We don’t consider the Aquent Drupal plug-in to be sufficient, for instance. These are crucial next-generation features. 4. Roadmap and development culture is commonly insufficient.
- 16. Selecting The Right Content Management System The Problems of Plug-Ins/Modules 1. Not a problem on the first day, week, month… 2. Lack of codebase oversight, permutational testing—leads to instability and support. 3. Consequently, real developers have a very narrow range of plug- ins they actual recommend. 4. Secondary issues with customization, presentation: Example of Ektron Modules for embedded presentation code. 5. Presentation issues are multiplied in Responsive Web Design.
- 17. Selecting The Right Content Management System Case Study: The University of Maryland Medical System
- 18. Selecting The Right Content Management System The long CMS History of UMM.EDU 1996: Manual updating of HTML, no automation 2000: Home-built CMS - no appropriate commercial apps 2005: Serena Collage - discontinued by vendor in 2008 2012: Sitecore CMS
- 19. Selecting The Right Content Management System Business Drivers and Opportunities • Expanded Web responsibilities – System not Center • 13 Hospital Sites, 50+ micro-sites with no oversight • Primitive (or missing) Intranets • Maintain SEO rankings (80% of the 2.5 million monthly sessions) • Establish central control of all web properties • Rapid shifts in user preferences – 50% on Mobile or Tablet • Personalization and targeted content Unify all Web properties into a single design and structure
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- 29. Selecting The Right Content Management System UMMS CMS Selection Process 1.Brought in outside consultants to narrow choices (Realstorygroup.com — Tony Byrne) 2.RFI & RFP = A year+ process 3.Selected CMS first, development partner second 4.Budgeting “process” - some bumps in the road. 5.Leading concerns in the process: • Retain high SEO • Large site automation • Reusability of content • Reusability of development
- 30. Selecting The Right Content Management System Why We Picked Sitecore • Excellent technical & ethical reputation • Support any user experience - efficiently. • Usability of back-end for structured content, content re- use across multiple sites. • Developer availability & stability of the CMS codebase. • Easy integration with third parties (Video, CRM) • Extended capability features for personalization, A/B testing, social features, etc.
- 31. Selecting The Right Content Management System Before: After: • 13 Public sites • 8 Intranets • 50+ Microsites Spread across: • 9 CMS’s • 6 Vendors • 8 Hosting services Central Management: • 1 Sitecore CMS • 1 Dataset • 1 Admin tool • 1 Hosting service ...With shared content across Intranet and public sites • 13 Public Sites • 1 System Intranet • 0 Microsites
- 32. Selecting The Right Content Management System Implementation Process 1. Picked Implementation Partner (TBG) 2. Major content housekeeping 3. Solving the major problems: • Preserving URLs for SEO • Architecture for related content • Automation to support “deep” site structure • Multi-site re-use 4. New Disciplines • Site directory structure • Structured content • Metadata (Tagging) 5. Rolling out new CMS Sites
- 33. Selecting The Right Content Management System Launched on May 2013
- 34. Selecting The Right Content Management System Our R.O.I. 1. Centralized control 2. Dramatic re-use of content and code 3. Path to quickly absorb other hospital web sites 4. Leveraging small web team to do much more 5. Support Responsive Web Design (RWD) for Tablet, Smartphone 6. Path to education in population health, “Meaningful Use”
- 35. Selecting The Right Content Management System Other Outcomes 1. Preservation of Search Engine Optimization value (SEO) 2. Change in developer approach / culture 3. Process for absorbing System sites 4. Ongoing personalization work
- 36. Selecting The Right Content Management System Final Thoughts
- 37. Selecting The Right Content Management System What Makes A Great CMS Implementation? 1. Structured content for re-usage and full Responsive Web Design. Without this, you will be in a world of hurt. 2. Normalized tagging driving thoughtful, user-centric related content strategies. 3. Flexible, abstracted templates that handle a broad range of cases. 4. Careful use of personalization, with an eye towards operational sustainability and available content. 5. Tight integrations with 3rd party silos and SEO issues.
- 38. Selecting The Right Content Management System If we leave you with anything… • Do spend the time to understand the options, business opportunities and challenges. • Neither I.T. nor Marketing are likely to provide the best council; each has a partial view of the subject, and CMS salespeople are not entirely to be trusted. • Its realistic to think this will all cost a lot and take a long time. (but not as long as an EHR takes) You are building infrastructure for 5-10 year lifespan • Be very careful with Open Source—there really is not free lunch. • Responsive Web Design (RWD) is the new standard for users; you can’t do RWD without a high quality, full structured CMS implementation. • Expect to change operations around content, developers, to be able to get the value out of your new platform. A new CMS usually implies some cultural, skill & staffing change.
- 39. Selecting The Right Content Management System Discussion Ed Bennett Director, Web & Communications Technology University of Maryland Medical System www.umm.edu ebennett@umm.edu 410-328-0771 John Berndt CEO and Chief Strategist The Berndt Group www.berndtgroup.net john.berndt@berndtgroup.net 410-889.5854